How to use Klaviyo for cross-sell emails

Using Klaviyo for cross-sell emails is an effective way to increase the average order value by recommending complementary products to customers based on their previous purchases. Here’s a step-by-step guide on how to set up and optimize cross-sell emails in Klaviyo:

Step 1: Integrate Your E-commerce Platform with Klaviyo

1. Log in to Klaviyo:

• Access your account at Klaviyo.

1. Ensure Integration:

• Make sure your e-commerce platform (e.g., Shopify, WooCommerce, Magento, BigCommerce) is integrated with Klaviyo. This integration is crucial for syncing customer and product data.

Step 2: Enable Web Tracking and Data Sync

1. Enable Web Tracking in Klaviyo:

• Log in to your Klaviyo account.
• Go to “Integrations” > “Web Tracking”.
• Ensure web tracking is enabled. This allows Klaviyo to track visitor behavior such as product views and purchases on your website.

1. Sync Product Catalog:

• Ensure that your product catalog is synced with Klaviyo. This should be done automatically if your e-commerce platform is properly integrated with Klaviyo. Check under “Integrations” to confirm that your product data is being synced.

Step 3: Create a New Flow for Cross-Sell Emails

1. Navigate to Flows:

• Click on “Flows” in the left-hand sidebar of your Klaviyo dashboard.

1. Create a New Flow:

• Click “Create Flow”.
• Choose a relevant template, such as a “Post-Purchase Follow-Up” or create a flow from scratch.

Step 4: Configure the Flow Trigger

1. Set the Trigger:

• The flow should be triggered by the event “Placed Order” or “Fulfilled Order” depending on when you want to send the cross-sell email.

1. Configure Trigger Filters:

• Click on the trigger block to customize the trigger settings. Set filters to ensure the flow triggers only for relevant purchases (e.g., only for specific products or categories).

Step 5: Add Cross-Sell Email Content

1. Edit the First Email:

• Click on the first email in the flow to open the email editor.
• Customize the subject line, preview text, and email content to match your brand’s voice and style.
• Use dynamic content to personalize the email. For example, include the customer’s name using {{ first_name }}. Example subject lines:
• “Complete Your Look with These Items, {{ first_name }}!”
• “You Might Also Like These Products!”
• “Customers Who Bought [Product] Also Bought…”

1. Add Product Recommendation Blocks:

• Drag and drop a “Product” block into your email template. Klaviyo offers various types of product blocks, such as:
  • Dynamic Product Recommendations: Automatically recommend products based on customer behavior.
  • Static Product Recommendations: Manually select specific products to feature.

1. Configure Dynamic Product Recommendations:

• Click on the product block to configure it.
• Choose the recommendation strategy that fits your needs. Common strategies include:
  • Related Products: Recommend products related to the purchased item.
  • Frequently Bought Together: Show products that are often bought together with the purchased item.
  • Personalized Recommendations: Use Klaviyo’s built-in recommendation engine to suggest products based on the individual recipient’s browsing and purchase history.

Step 6: Customize the Product Block

1. Select Recommendation Type:

• Choose from various recommendation types available in Klaviyo. For example:
  • Customers Who Bought This Also Bought: Recommend products that other customers frequently buy together.
  • Complementary Products: Suggest products that complement the purchased item.

1. Adjust Display Settings:

• Customize the appearance of the product block. You can adjust the number of products displayed, the layout, and other display settings.

1. Personalize Content:

• Use dynamic content tags to personalize the email further. For example, include the customer’s name using {{ first_name }} in the email content.

Step 7: Add Additional Emails to the Flow (Optional)

1. Add a Time Delay:

• After the first email, add a time delay block to wait before sending the next cross-sell email. A common practice is to wait a few days.

1. Create Additional Cross-Sell Emails:

• Add another email to the flow after the time delay block.
• Customize the content similarly to the first email but with different product recommendations or messaging.

1. Set Additional Delays:

• Add additional time delays and emails as needed. Many successful cross-sell flows include 2-3 emails spaced out over several days or weeks.

Step 8: Activate the Flow

1. Review the Flow:

• Ensure all emails are correctly configured, and the flow is set up according to your preferences.

1. Turn On the Flow:

• Once you’re satisfied with the setup, click “Turn On” to activate the flow.

Monitoring and Optimization

1. Track Performance:

• Monitor the performance of your cross-sell flow in Klaviyo’s analytics dashboard.
• Track key metrics such as open rates, click rates, and conversion rates.

1. A/B Testing:

• Conduct A/B tests on subject lines, email content, and product recommendations to determine what works best.
• Optimize your emails based on the results to improve engagement and conversions.

1. Regular Review:

• Regularly review your cross-sell flow to ensure it remains effective.
• Make adjustments based on customer feedback and performance data.

Conclusion

By following these steps, you can effectively set up cross-sell emails in Klaviyo to boost your sales and enhance customer experience. Personalized cross-sell recommendations can significantly increase the average order value and customer satisfaction.

If you have any specific questions or need further assistance, feel free to ask!